PENGARUH BRAND AMBASSADOR NCT 127, BRAND AWARENESS, DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE NATURE REPUBLIC MELALUI KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Studi pada Generasi Z di DKI Jakarta)

NOVRIZA, ADE (2024) PENGARUH BRAND AMBASSADOR NCT 127, BRAND AWARENESS, DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE NATURE REPUBLIC MELALUI KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Studi pada Generasi Z di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of NCT 127 brand ambassador, Brand Awareness and Country of Origin on buyers' decisions on Nature Republic skincare products through trust. The object of this research is Generation Z in DKI Jakarta who have purchased and used Nature Republic skincare products. The sample used was 155 respondents, obtained using the purposive sampling method. The research method used is a quantitative method, with data collection using a survey method. The data analysis method used in this research is Structural Equation Model (SEM) using SmartPLS version 4.0 software. The results obtained from this research include the positive and partially significant influence of Brand Ambassador, Brand Awareness, and Trust on purchasing decisions, while Country of Origin has no effect on purchasing decisions. Also Brand Ambassador, Brand Awareness, and Country of Origin partially have a positive and significant influence on trust. Trust as a mediating variable in this research is able to provide a positive and significant influence on purchasing decisions. Keywords: NCT 127 Brand Ambassador, Brand Awareness, Country of Origin, Trust, Buyer Decision, Nature Republic Skincare Products. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador NCT 127, Brand Awareness dan Country Of Origin terhadap keputusan pembeli pada produk skincare Nature Republic melalui kepercayaan. Objek dalam penelitian ini adalah Generasi Z di DKI Jakarta yang sudah membeli dan menggunakan produk skincare Nature Republic. Sampel yang dipergunakan sebanyak 155 responden, yang diperoleh menggunakan metode purposive sampling. Metode penelitian yang digunakan adalah metode kuantitatif, dengan pengumpulan data menggunakan metode survey. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) menggunakan perangkat lunak SmartPLS versi 4.0. Hasil yang diperoleh dari penelitian ini diantaranya pengaruh positif dan signifikan secara parsial Brand Ambassador, Brand Awareness, dan Kepercayaan terhadap keputusan pembelian, sedangkan Country of Origin tidak berpengaruh terhadap keputusan pembelian. Juga Brand Ambassador, Brand Awareness, dan Country of Origin secara parsial memiliki pengaruh positif dan signifikan terhadap kepercayaan. Adapun kepercayaan sebagai variabel mediasi dalam penelitian ini mampu memberikan pengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Ambassador NCT 127, Brand Awareness, Country Of Origin, Keppercayaan, Keputusan Pembeli, Produk Skincare Nature Republic.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 496
NIM/NIDN Creators: 43120110008
Uncontrolled Keywords: Brand Ambassador NCT 127, Brand Awareness, Country Of Origin, Keppercayaan, Keputusan Pembeli, Produk Skincare Nature Republic.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 21 Oct 2024 02:28
Last Modified: 21 Oct 2024 02:28
URI: http://repository.mercubuana.ac.id/id/eprint/92629

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